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American Express Co. wants to be everywhere-including on the Internet with a raft of do-it-yourself investment services.

AmEx introduced its new American Express Financial Direct service this month, allowing customers to invest in mutual funds, money market accounts and the stock market through a toll-free telephone number.

As soon as technology allows, AmEx will be providing these services through the Internet as it rushes to catch up with Charles Schwab & Co. and Fidelity Investments.

AmEx has long offered investment services for a fee through American Express Financial Advisors. Its new service will offer the same products at minimal costs to customers who know what investments they want to make.

A print ad broke in national newspapers in mid-May. Young & Rubicam, New York, and its direct marketing subsidiary, Wunderman Cato Johnson, handle.

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